A Terceira Linguagem No Cross Cultural Marketing
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A Terceira Linguagem No Cross Cultural Marketing
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Author : Renato Rodrigues Martins
language : pt-BR
Publisher: SciELO - EDUEL
Release Date : 2019-06-07
A Terceira Linguagem No Cross Cultural Marketing written by Renato Rodrigues Martins and has been published by SciELO - EDUEL this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-07 with Business & Economics categories.
A Terceira linguagem se apresenta como uma forma comunicacional transcultural mais ética e responsável que permite uma abordagem mediadora entre as linguagens do marketing e das relações públicas. Apresenta uma discussão comparativa entre as diferentes formas comunicacionais utilizadas pelo marketing como a publicidade e propaganda, a propaganda institucional, as relações públicas, o jornalismo, a assessoria de imprensa, o transmarketing e as mídias sociais. O livro se destina a profissionais de marketing e da comunicação com abordagem estratégica e com visão no cross-cultural marketing, oferecendo uma forma comunicacional mais ética e crível para com os mercados atuais, possibilitando maior competitividade e crescimento das organizações através da melhoria dos seus discursos. Permite construir um instrumento que diagnostique e fundamente sua aplicação na realidade da comunicação organizacional na gestão transcultural interna e externa. É uma obra indispensável aos estudantes e aos profissionais de marketing e da comunicação social mercadológica com visão atual e globalizada.
Administra O De Marketing
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Author : Elias Daher Junior
language : pt-BR
Publisher: SciELO - EDUEL
Release Date : 2013-06-01
Administra O De Marketing written by Elias Daher Junior and has been published by SciELO - EDUEL this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-01 with Business & Economics categories.
Este livro tem como objetivo atender a requisitos acadêmicos e profissionais. A proposta é demonstrar a presença associando as estratégias desenvolvidas com os resultados obtidos. O autor desenvolveu um modelo didático que relaciona os fundamentos teóricos da disciplina com estudos de caso, ocorridos em diversas partes do mundo.
Marketing Cultural
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Author : Flávia Helena de Almeida Spirlandeli
language : pt-BR
Publisher: Editora Intersaberes
Release Date : 2021-12-08
Marketing Cultural written by Flávia Helena de Almeida Spirlandeli and has been published by Editora Intersaberes this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-08 with Business & Economics categories.
Na tentativa de se destacarem em um mercado ultracompetitivo, diversas empresas têm recorrido ao marketing cultural, que engloba estratégias e ações para promover marcas e seus produtos em eventos culturais, obtendo, dessa maneira, lucros altos, novos clientes e uma imagem positiva na sociedade. Essa prática também proporciona ao grande público o acesso a bens culturais por vezes pouco reconhecidos e, apesar de seus benefícios, ainda é pouco difundida no mercado.Nesse sentido, esta obra visa introduzir o leitor ao marketing cultural, apresentando suas ferramentas, seus ganhos e as dificuldades que encerra. Para tanto, explora tópicos como leis e sistemas de financiamento cultural, análise do comportamento do consumidor, responsabilidade social corporativa e processo de construção e aprovação de projetos culturais.
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace
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Author : Alcántara-Pilar, Juan Miguel
language : en
Publisher: IGI Global
Release Date : 2015-04-30
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace written by Alcántara-Pilar, Juan Miguel and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-30 with Business & Economics categories.
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Connecting With Consumers Through Effective Personalization And Programmatic Advertising
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Author : Remondes, Jorge
language : en
Publisher: IGI Global
Release Date : 2024-01-10
Connecting With Consumers Through Effective Personalization And Programmatic Advertising written by Remondes, Jorge and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-01-10 with Business & Economics categories.
In the rapidly evolving digital landscape, the ability to connect with consumers through personalized and programmatic advertising has become a vital skill for global companies. As the market undergoes a paradigm shift towards consumer-centric approaches, the need for comprehensive knowledge in this domain is escalating every day. Connecting With Consumers Through Effective Personalization and Programmatic Advertising addresses a timely and pivotal theme that is crucial for companies and the academic community. By bridging the gap between theory and practice, this book equips readers with the tools and strategies necessary to make informed decisions and navigate the dynamic landscape of digital marketing. The book's invaluable content serves as a reliable resource for decision-makers in companies seeking to optimize their digital marketing strategies. It also delves into the depths of knowledge, skills, and processes behind effective personalization and programmatic advertising, offering valuable insights for researchers, teachers, students, and professionals alike.
Anais Do Iii Simp Sio Internacional Interdisciplinar Em Cultura E Sociedade Do Pgcult
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Author : Vários autores
language : pt-BR
Publisher: S. H. Comunicação - Produção, Marketing e Eventos Acadêmicos
Release Date : 2020-06-17
Anais Do Iii Simp Sio Internacional Interdisciplinar Em Cultura E Sociedade Do Pgcult written by Vários autores and has been published by S. H. Comunicação - Produção, Marketing e Eventos Acadêmicos this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-17 with Antiques & Collectibles categories.
Anais do III Simpósio Internacional Interdisciplinar em Cultura e Sociedade do PGCult - UFMA, que reúne trabalhos de docentes e discentes que participaram do evento científico, realizado no período de 4 a 6 de dezembro de 2019, na Universidade Federal do Maranhão.
Platforms And Cultural Production
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Author : Thomas Poell
language : en
Publisher: John Wiley & Sons
Release Date : 2021-10-14
Platforms And Cultural Production written by Thomas Poell and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-14 with Social Science categories.
The widespread uptake of digital platforms – from YouTube and Instagram to Twitch and TikTok – is reconfiguring cultural production in profound, complex, and highly uneven ways. Longstanding media industries are experiencing tremendous upheaval, while new industrial formations – live-streaming, social media influencing, and podcasting, among others – are evolving at breakneck speed. Poell, Nieborg, and Duffy explore both the processes and the implications of platformization across the cultural industries, identifying key changes in markets, infrastructures, and governance at play in this ongoing transformation, as well as pivotal shifts in the practices of labor, creativity, and democracy. The authors foreground three particular industries – news, gaming, and social media creation – and also draw upon examples from music, advertising, and more. Diverse in its geographic scope, Platforms and Cultural Production builds on the latest research and accounts from across North America, Western Europe, Southeast Asia, and China to reveal crucial differences and surprising parallels in the trajectories of platformization across the globe. Offering a novel conceptual framework grounded in illuminating case studies, this book is essential for students, scholars, policymakers, and practitioners seeking to understand how the institutions and practices of cultural production are transforming – and what the stakes are for understanding platform power.
Covid 19 And Entrepreneurship
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Author : Vanessa Ratten
language : en
Publisher: Routledge
Release Date : 2021-05-09
Covid 19 And Entrepreneurship written by Vanessa Ratten and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-09 with Business & Economics categories.
Amid the COVID-19 pandemic, small businesses are especially vulnerable. This is one of the first books that explicitly examines the linkage between crisis and entrepreneurship with a specific focus on small businesses. The book adopts a holistic approach and outlines strategies that small business owners can utilize as well as business opportunities that are available in these new market conditions. It also provides a comparative analysis of the current and future market conditions to enable a better understanding of how institutional structures can facilitate or hinder growth. The book also goes on to explain why and how creativity and innovation can help to mitigate the impact of such a crisis on business and highlights why business continuity is especially crucial to family-owned businesses. This timely publication will help to guide small business owners and entrepreneurs to maintain business continuity and build up their resilience in a challenging business climate.
Leading Across New Borders
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Author : Ernest Gundling
language : en
Publisher: John Wiley & Sons
Release Date : 2015-09-21
Leading Across New Borders written by Ernest Gundling and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-09-21 with Business & Economics categories.
An insightful, real-world look at the skills today's global leadership demands Leading Across Borders is the leadership guide for the new business environment. The world's economic center of gravity is shifting at a rapid pace – huge emerging economies have already emerged. As businesses operate in an increasingly global context, the most successful leaders are able to see through the eyes of others and to hear the voices of customers and colleagues from around the world. They build their own personal networks, navigate differences, and work effectively across new borders – both the physical borders between countries and the limits of old leadership paradigms. This book features direct input from people in critical roles around the world, advice based on deep practical experience, and new data that identifies the distinctive challenges of leading in an environment becoming more thoroughly interdependent every day. There is valuable advice for anyone taking on a global leadership role. You'll find strategies and tools for working across cultures, leading inclusively, running a matrix team, innovating, integrating an acquisition, and making tough ethical choices. Each chapter challenges established leadership models and shares hard-won expertise in dealing effectively with a changing reality that includes both fast-growth and slow-growth markets. You will learn how to serve more numerous stakeholders and to achieve your goals in a complex organizational structure without having direct lines of authority. This insightful guide helps you work more effectively at the self, team, and organizational levels, so you can get things done and grow your business. The increasing importance of China, India, Brazil, Indonesia, Turkey, and other developing economies has opened the world of business leadership far beyond our own borders. This book gives you a framework for coordinating it all, and being the leader your organization needs. Operate insightfully at the personal level in order to better lead others Shape, motivate, and drive your global team to exceptional performance Navigate differences in culture, language, economics, and more Exercise your vision, influence, and expertise to lead your organization forward The trend toward global leadership has emerged full-blown amidst the rising global economy. Today's leadership must understand how to work effectively and efficiently across a variety of contexts. Leading Across Borders provides a roadmap to the new leadership paradigm, helping you expand your own skillset and create forward momentum.
Marketing Strategy
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Author : Robert W. Palmatier
language : en
Publisher: Bloomsbury Publishing
Release Date : 2020-12-31
Marketing Strategy written by Robert W. Palmatier and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-31 with Business & Economics categories.
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design
